Resources Library by ANA

Realities in research and advertising

One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Jan Stapel

Company: NIPO

June 15, 1971

A recent in-store experiment for pre-testing promotions

This paper presents the findings of the experiment for one of the product groups tested and shows to what extent our objectives were achieved. It points out the difficulties encountered in carrying out a test of this kind and furthermore, the...

Catalogue: Seminar 1971: Below-The-Line Activities

Author: R. Chib

Company: Gallup International Association

June 15, 1971

Research on in-store commercial radio

The purpose of the research was to collect data on the effect of in-store advertising through the Supersound system, and so to provide an answer to the question whether the large scale introduction of this system would be useful.

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Emile M. C. van Westerhoven

June 15, 1971

Advertising works

Today, we want to share with you some new and exciting advertising research that The Coca-Cola Export Corporation, and Seymour Smith Associates have conducted in the past year. It is new in the sense that it marks the first adaptation of the T-Meter...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Authors: Theodore Nowak, Seymour Smith

Company: The Coca-Cola Company

June 15, 1971

Comments on dr. Joyce's paper

I do not wish to comment on Timothy Joyce's paper at length, but there are several points at which he misrepresents Fishbein theory, and I would like to comment on two of these.

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: Mary Tuck

June 15, 1971

The media-product survey is not a panacea!

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Marcel Marc

June 15, 1969

The media-product survey is not a panacea! (French)

The only variables which are taken into consideration in both media audience surveys and product market surveys are the socio-economic characteristics of the individuals in question. To define a target population for the purposes of an advertising...

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Marcel Marc

June 15, 1969

The use of consumer panels in the evaluation of promotional and advertising expenditures

Consumer Panels are well situated to play an important part in the problems of evaluating advertising and promotional expenditures for consumer products, by measuring the effect they have on purchasing behaviour: A) They measure consumer purchasing...

Catalogue: ESOMAR Congress 1968

Authors: John Parfitt, Ivor McGloughlin

June 15, 1968

Measuring the competitive effect of advertising on buying behaviour with the "marketing-match" model

The model described here is intended to predict the effect of an advertising campaign on the breakdown of a market between brands. It applies to mass consumption repeat purchase products whose sales are strongly influenced by advertising and it is...

Catalogue: ESOMAR Congress 1966

Authors: Jean Michel Agostini, Nicolas Steinberg

September 1, 1966